consumer perceptions to online advertising and implications for social marketing
DESCRIPTION
A September 2009 Harris Survey sheds light on the first step online advertisers should take to unlock the social marketing puzzle.TRANSCRIPT
Consumer Perceptions Towards Online Advertising and Implications for Social Marketing
Harris Interactive Survey Findings – September 2009
Are People Receptive To Online Advertising? At first glance, it might appear that they are not…
2
I dislike having to leave the site I am on when I click on a banner ad.
I have intentionally clicked on banner ads when I am on a website
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Consumer Perceptions Towards Banner Advertising
Source: Harris Interactive Survey September 2009
But People Are Responsive To Online Ads Q: In the last year, which of the following types of information, if any, have
you ever provided online to receive special offers or more information from companies?
3
Email Home/Work Address
Home/Cell/Work Telephone
Social Networking Information (Twitter
handle, etc)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All Respondents
Respondents Who Have Provided Information Online
• An overwhelming majority of people are willing to share their email address.
• But people are reluctant to share social media information.
Source: Harris Interactive Survey September 2009
And This Reluctance to Share Social Media Information Is Consistent Across All Age Groups
4
Adults 18-34 Adults 35-44 Adults 45-54 Adults 55+0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
In the last year, have you ever provided social networking information online to receive special offers or more information from companies?
Source: Harris Interactive Survey September 2009
Email is key to building trust
5
Strongly Agree/ Agree, 68%
Strongly Disagree/ Disagree; 32%
I am more likely to trust a brand/company that I hear from often and that offers me personalized deals or in-
formation online
Source: Harris Interactive Survey September 2009
6
“Building a relationship in the social networking space is not very different from building a relationship in the real
world. Once marketers have built relationships and trust through e-mail,
they then engage consumers in relevant ways on social networking sites.”
Zephrin LaskerCEO & Co-founder, Pontiflex
Case Study: How Deployed a
Social Marketing Campaign
Through the Email Inbox
What HUGGIES did:
Built Relationship Through Email
Engaged on Social Networks
Step One: Collect Email Addresses
Consumers signed up for HUGGIES
newsletter
Step Two: Send Weekly Emails
Consumers signed up for HUGGIES
newsletter
Consumers signed up for HUGGIES
newsletter
Weekly emails with relevant
content
Pregnancy Countdown Widget
Step Three: Engage via Social Networks
Consumers signed up for HUGGIES
newsletter
Consumers signed up for HUGGIES
newsletter
Weekly emails with relevant
content
1. Mother enters her due date
Pregnancy Countdown Widget
2. Mother selects destination site
3. Mother embeds widget on
social networking profile
Results
Increased ROI by 50%
Elevated Brand Awareness
1000+ Viral Downloads
Who we are
Pontiflex is the first open and transparent Cost-per-Lead market.
Progress
Explosive Revenue Growth; Proudly backed by RRE Ventures, New Atlantic and Greenhill SAVPMajor Clients: Obama Campaign, Kimberly-Clark, eFax, Coldwater Creek, Leapfrog Interactive,
Disney, Blackberry, NewEgg, Dell, HP/Snapfish, Samsung, Blockbuster
Employees and Offices
30 Employees; Headquartered in Brooklyn, NY with offices in Seattle, Boston, and India
Executive Team
Involved in online advertising since its inception; Leadership roles at Amazon, IBM, and Ogilvy
About
Is Proud to Work With
In the Press“Future of targeted advertising:
lead generation.”
“One stop Shop for Lead Generation.”
“Cost-per-Lead advertising brings a new dimension to
lead generation ”
“Pontiflex generated lists of voters who expressed interest in Obama through ads …
the campaign paid for each lead.”
“ … a lead generation marketplace that enables advertisers to find consumers that are most
likely to show interest in their product.”
“Pontiflex launches CPL into the future”
“HUGGIES Tests Cost-per-Lead Advertising”
“What Advertisers Will Pay for On News Sites”
Appendix
Survey Methodology This survey was conducted online within the United States by Harris
Interactive on behalf of Pontiflex, Inc. from September 2 to 4, 2009 among 2,064 adults ages 18 and older.
The survey data are weighted to represent the online adult population. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.
For complete survey methodology, including weighting variables, please contact: [email protected]